Singapore – As part of the 15th anniversary celebration between real estate company CapitaLand and toy market franchise POP MART in Southeast Asia, both companies have tapped the talents of Singapore-based virtual influencer Rae for its hybrid digital-physical experience, inviting shoppers to celebrate a ‘Jolly Molly Christmas’ with her at CapitaLand malls.
The experience is centered around the recently-launched ‘Molly 15: Into The Future’ exhibition which offers a unique and omnichannel experience for both shoppers and fans of Molly, POP MART’s character, alike.
Through the exhibition campaign, participants can enjoy a game of hide-and-seek alongside Rae and stand a chance to win a limited edition SPACE MOLLY Christmas figure.
CapitaLand aims to merge both of these realities: the metaverse world of Rae into the human world experience to be integrated into a fun campaign.
Speaking about the campaign execution, Chris Chong, CEO of retail and workspace for Singapore and Malaysia at CapitaLand Investment, said. “We are thrilled to push the boundaries by seamlessly blending the physical and virtual shopping experience at CapitaLand malls for shoppers and retailers alike.”
He added, “This collaboration between CapitaLand, together with Singapore’s top hyper-realistic virtual influencer, Rae and POP MART’s top IP, Molly is our first take at introducing shoppers to innovative and eye-opening experiences in the metaverse, and anchor our malls as experiential lifestyle destinations. We welcome everyone to our malls this festive season to explore this exciting phygital world, create new memories and expand the wonders of your imagination like never before.”
Rae has previously appeared in various mixed-reality campaigns, including with health tech brand OSIM, Audi Singapore, and even a music video with Singapore-based musician Benjamin Kheng.
According to her, this campaign showcases her CGI and deep learning AI technology, as well as her machine-generated text-to-speech voice.
“I’m so excited to be hanging out at CapitaLand malls with one of my favourite people, Molly, this festive season! Check out how I break the fourth wall to interact with shoppers and toy collectors in a hybrid reality, not just through social media, but also right here in the malls,” Rae stated.
She added, “As a digital native living in both the physical and virtual realms, I want to let both shoppers and my fans enjoy this magical experience of bridging the digital-physical divide.”
